14 Tips for a Google AdWords Advertising Campaign

What implies is a landing page if nobody visits it? Who will place orders, call your phone, or click on ads? Users—they are the meaning of the internet's existence, and millions of websites fight for their attention every day.

Users are everything! Online business brings profit when you expand your list of advertising tools to attract visitors to the site.

A list of the most popular tools:

• search engine optimization (SEO);
• contextual advertising (PPC);
• media banner advertising;
• social media marketing (SMM);
• content marketing;
• email newsletters.
  
  

Every tool has its nuances and tricks. Today we will share tips with you that will make your Google AdWords advertising campaign more effective. Let’s go:

1. Connect Statistics and Google Tag Manager

We recommend installing Google Analytics on your landing page even before launching campaigns. Proper Analytics setup is crucial: setting up e-commerce tracking, defining KPIs, and configuring goals, events, and reports for these indicators. This allows you to receive accurate and necessary data from the start, draw appropriate conclusions, and adjust campaigns.

If you install Google Tag Manager, all further edits to the analytics collection code can be done through its interface. It is very convenient.

2. Separate Search and Display Network Campaigns

Firstly, it is easier to manage cost-per-click (CPC) this way. Typically, conversion from the Display Network is 3–4 times lower than from Search. Therefore, bid management strategies here will be completely different.

Secondly, you will have more convenient access to statistics. Since Search and Display Networks are separated into different campaigns, you can easily evaluate the effectiveness of each network by linking your AdWords and Analytics accounts.

3. Select “All Languages” Targeting When Creating a Campaign

If you only select English (or your local language) when creating a campaign, you automatically lose foreigners living in your area or users with different browser language settings. They might have bought, but you simply don't allow the system to show them your ads.

4. Fill the Landing Page with Keywords

First, export keywords from your Google AdWords advertising campaign. After analysis, distribute the most effective queries across the page. Ensure that keywords are present:

• in the main headline;
• in Title and Description tags (SEO tab in the lpg.tf editor settings);
• in alt tags for images.

Using keywords increases your ad rank and gradually reduces the cost per click.

5. Minimum of Three Ads Per Group

Be sure to run several variations in rotation. This will allow you to choose the most successful one and improve the quality of advertising campaigns. This reduces the overall cost of the advertising campaign.

6. Keyword in the Ad Headline and on the Page

Identify the most effective keyword in the ad group and include it in the ad text, preferably in the headline. When a user enters this keyword in Google search and sees your ad, the keyword phrase in the text will be highlighted in bold. This helps attract users' attention to your ad and emphasize its relevance to the entered query.

7. Long Headlines in Ads

To ensure the first line of the ad description moves to the end of the headline, simply use punctuation at the end of the first line. You can put a period or an exclamation mark. A long headline makes your ad much more noticeable.

8. Customize the Ad Display URL

Adding descriptive words or local characters to the display URL path makes your ad more noticeable and increases CTR, which in turn lowers CPC.

9. Separate Ads for Mobile Devices

Anything users might search for on the go, ranging from gifts to hair salons, can be advertised on mobile. Create two identical ads in the group: one for the search network and one optimized for mobile devices. Advertising on mobile devices increases the number of calls.

10. Separate Lists of Negative Keywords

Firstly, create a unique list of “negative keywords” for each ad group.
Expand the list of non-target words. To do this, analyze statistics to see which words triggered a visit to your site.

Secondly, consider word forms. In AdWords, negative keywords often require exact matching. Because of this, clicks cost more, and conversion is low. To prevent this, you need to add variations: “driver”, “drivers”, “driving”.

11. Identify the Most Popular Cities and Regions in Google Analytics

Create separate advertising campaigns for these cities, regions, and areas. These actions will lower the cost per click, and you will distribute the budget more effectively.

12. Use All Available Ad Extensions

Add extensions at the campaign level: phone number, address, sitelinks, mobile apps. By doing so, you get several bonuses at once.

Firstly, your ads become larger and more noticeable, increasing their CTR. Secondly, you slightly but positively influence the Quality Score of the campaign's keywords with ad extensions. And if you have a higher keyword Quality Score, your ads are placed higher, and clicks cost less.

13. Use a Call to Action in the Present Tense

The ad should contain a call to action and a list of the benefits of your product or service. A call to action prompts users to click on the ad and perform the necessary actions after moving to the landing page. Good examples of calls to action are phrases with words like buy, purchase, call and get details, order, view, sign up, or compare prices. 

14. Discover AdWords Editor

AdWords Editor is a free Google application for managing AdWords campaigns. The editor allows you to work offline and then upload changes to your account at any time. It also simplifies working with bulk changes. Copy or move elements from one ad group or campaign to another 5 times faster.

Summary

A landing page is a business asset, and it must bring profit. You have put a lot of effort into organizing a business online, and it is time to reap the rewards. Apply the tips listed above; they will help you save your advertising budget and achieve better results.

If you are busy expanding your business or simply don't have time—entrust this to specialists. Use the service contextual advertising setup and guaranteed receive inquiries within 72 hours.